“This campaign isn’t just about the Penguins players and coaches – it is about the energy of our fans, about the pulse of our region, and about the energy and innovation of 21st century Pittsburgh,” said team president David Morehouse. “We spent the past year-and-a-half conducting extensive branding research. In particular, we found that young Pittsburghers relate closely to our young team and our presence in the community.

“As an organization, we don’t want the status quo. We want to constantly challenge ourselves to be better, to be different, to continue to evolve on and off the ice.

The launch of the campaign itself defies ordinary: Through an online contest, one fan will win two free season tickets to the 2009-10 Penguins season.

An online registration form is available at the end of the video. The lucky fan who wins the season tickets will have those tickets presented by a Penguins player, and will have a photograph taken with the Stanley Cup.

Fans may enter the contest once per day until 3 p.m. on Monday, Sept. 28